SEO for Content Marketers

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SEOforContentMarketers

@LeeOddenCEOTopRankMarketing.com

Downloadthispresentation:http://tprk.us/contentseo16

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WhatMostContentMarketersDowithSEO

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TechSEOAudit.Maybe.

Implement10-20%.

MakeaListofKeywords

UseKeywords:titles,copy,

links

Shareonsocial&wishforlinks!

Reviewrankingreports&WebAnalyticsmonthly

DoingSEOlikeit’s2010!

TheOnlyThingWorseThanOldSEOIsALLSEO

@leeodden

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“SEOisafoundationalelementofdigitalmarketing.”Organizationsshouldfocusonhowalloftheirmarketingelementsintegrate,resultinginanomni-channelstrategythatfocusesonanetobjectivebutallowingforcustomizationtocustomer.

AlisonHerzog@alisonjherzogDirector,GlobalSocialBusiness&DigitalStrategyDellSource:Pollconducted byLeeOdden

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“AslongasthereisaGoogle,SEOwillbeastapleinthedigitalmarketingmix.”Thedifferenceishowweuseit.Wemustfocusoncreatingtherightcontent,fortherightaudience,attherightstageofthebuyingcyclewithqualifiedleadsbeingthenumberonegoal.

BarbaraFeinberg@bbfeinbergSeniorProductMarketingManager,DigitalMarketingMcKessonSource:Pollconducted byLeeOdden

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CustomersCanFindInformationAnywhere

Image:Shutterstock

50 BILLION2020InternetConnectedDevices

Source:Ericsson

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SelfDirectedBuyers:LookingforContent

oftheB2Bbuyer’sjourneyiscompletebeforeabuyereverreachesouttosales.

70%Source:Pardot

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Source:LoriWizdo,Forrester- MythBusting101:InsightsIntoThe B2BBuyerJourney

Search

Search

Search

Search

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Become“TheBestAnswer”WhereBuyersAreLooking

Image:Shutterstock

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B2BBuyerJourneyandSearchInPerson:EventSmartPhone:ViewTwitter,LinkedInSearchCompany:Visitwebsite

ConnectonLinkedInSubscribe toNewsletter

ReceivesfollowupSearchthepersonSearchthecompanySearchthesolutions topic

DownloadguideviaNewsletterCTASearchsolutions topicSearchcompetitorsSeeadsReceivenurturecommunications

ContactscompanyTrial,DemoEvaluateOptionsSearchforReviews

SearchthecompanySearchsolutions topicPurchase

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Content:TheMoretheBetter!

Image:Shutterstock

Right???

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ContentMarketingTactics§ Advertorial§ Blogging§ CaseStudies§ Crowdsource§ Curate§ DigitalNewsletters§ eBooks§ Email§ InteractiveGames§ Images&Infographics§ InteractiveTools§ Microsites§ MobileApplications§ MobileContent

• NewsRelease• OnlineMagazines&Apps• Podcasts• PrintMagazines• PrintNewsletters• Real-World Events• Research&Surveys• SocialContent• Teleclass&Telecasts• TraditionalMedia• Videos• VirtualConferences• Webinars• Wikis• WhitePapers

ImageSource:Shutterstock

http://tprk.us/30cmtactics

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BUT…AretheyIntegrated?

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AreTheyOptimized?SocialMedia

CaseStudies

Blogs

eNewsletters

InPersonEventsWebsiteArticles

Videos

Ilustrations/Photos

WhitePapers

Infographics

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IsWhat’sGoodforGoogle,GoodforSearchEngineUsers?

Source:Studio5Innovation

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Panda– GoogleDefinesContentQuality

§ Wouldyoutrusttheinformationpresentedinthisarticle?§ Isthisarticlewrittenbyanexpertorenthusiastwhoknowsthetopicwell,orisitmoreshallowinnature?§ Doesthesitehaveduplicate,overlapping,orredundantarticlesonthesameorsimilartopicswithslightlydifferentkeywordvariations?§ Wouldyoubecomfortablegivingyourcreditcardinformationtothissite?§ Doesthisarticlehavespelling,stylistic,orfactualerrors?§ Arethetopicsdrivenbygenuineinterestsofreadersofthesite,ordoesthesitegeneratecontentbyattemptingtoguesswhatmightrankwellinsearchengines?§ Doesthearticleprovideoriginalcontentorinformation,originalreporting,originalresearch,ororiginalanalysis?§ Doesthepageprovidesubstantialvaluewhencomparedtootherpagesinsearchresults?§ Howmuchqualitycontrolisdoneoncontent?§ Doesthearticledescribebothsidesofastory?§ Isthesitearecognizedauthorityonitstopic?§ Isthecontentmass-produced byoroutsourcedtoalargenumberofcreators,orspreadacrossalargenetworkofsites,sothatindividualpagesorsitesdon'tgetasmuchattentionorcare?§ Wasthearticleeditedwell,ordoesitappearsloppyorhastilyproduced?§ Forahealthrelatedquery,wouldyoutrustinformationfromthissite?§ Wouldyourecognizethissiteasanauthoritativesourcewhenmentionedbyname?§ Doesthisarticleprovideacompleteorcomprehensivedescriptionofthetopic?§ Doesthisarticlecontaininsightfulanalysisorinterestinginformationthatisbeyondobvious?§ Isthisthesortofpageyou'dwanttobookmark,sharewithafriend,orrecommend?§ Doesthisarticlehaveanexcessiveamountofadsthatdistractfromorinterferewiththemaincontent?§ Wouldyouexpecttoseethisarticleinaprintedmagazine,encyclopediaorbook?§ Arethearticlesshort,unsubstantial,orotherwiselackinginhelpfulspecifics?§ Arethepagesproducedwithgreatcareandattentiontodetailvs.lessattentiontodetail?§ Woulduserscomplainwhentheyseepagesfromthissite?

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Understandsearchqueriesasnaturallanguage

“PizzarestaurantsChicago”vs.“WhatisthebestplacetofindandeatChicagodeepdishstylepizza?”

Hummingbird– AlgorithmOverhaul

SEOSolution?Createcontentthatanswersusersqueriesratherthanjusttryingtorankforaparticularkeywords.

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RankBrain – GoodbyeAlgorithm

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Think: WhatQuestionsDoYourCustomersNeedAnsweredInWhatChannelsInOrdertoBuy?

awareness interest consideration purchase advocacy

Image:Shutterstock

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Discover

Consume $$$

Act

Content&SEOBasedonBuyers

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Your BrandStory / USP

USP

USP

USP USP

USP

USPSEO/SEM

Social Networks

Content Marketing Industry Media & News

AdvertisingCreate Consistent Topic CredibilityWherever Your Customers Are

Influencers

Image: Shutterstock

BuyingCycle Keywords Social Topics ContentType

Awareness broad trends blog,webinar,social

Interest category investigative video,whitepaper

Consideration comparison demos featurecomparison,reviews,casestudy

Purchase transactional referrals buyer guide

Retention tips bestpractices FAQ, howto,support

Advocacy supporting participation buyer community

Buyer– “Stan”• PainPoints• Goals• Interests• TriggerstoBuy

BalanceTopicDemand/RelevancewithBuyerStagetoInformContentTopics

BuyerInsights>Keyword&TopicResearch>ContentCreation&Optimization

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TopPageQualityFactors

§ Leveragekeywords/topicsintitlestoinspireclicks)§ Includepagefeaturesthatincreaseengagement(interactive,

visual)§ Providecomprehensivecontentonspecifictopics– bethebest

answer!§ Coverrelatedtopicsaswell§ Engageyournetworksforsocialsharing– influencers!§ OptimizeforGoogleANDpeople Image:Shutterstock

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MobileSEOisaMUST

TestYourSite:https://goo.gl/vSXl5S

• CreateaGAcustomdashboardformobile• UsemobilefilterinGoogleKeywordtool• ReviewmobilesearchtrafficinGA• MakesureyourmobilepagesloadFAST• Avoidinterstitials– pop-upsonmobile• Makesureallcontentplaysonmobile• Makesureredirectsworkinmobile

B2BMobileSEOTips:http://tprk.us/mobileb2bdg

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TopicResearch

• CustomerResearch• ContactForms• InternalSearchQueries• WebAnalytics• GoogleSearchConsole• GoogleTrends• Competitive:SEMRush

h/tpaddymoogan

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QuestionsResearch:Huballin

h/tpaddymoogan

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DownloadXLSat:http://tprk.us/keyedcal

KeywordandTopicManagement

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MapKeywordstoContent&BuyerStage

DownloadXLSat:http://tprk.us/keyedcal

TopicalFocus

AuthorRel

Keywords

SocialTopics

TargetedTopicsCategory

KeywordsKeywordsKeywords

CategoryKeywordsKeywordsKeywordsKeywords

Blogs

TechSEOAudit

Analytics Monitoring Conversions

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FeedtheBuyer’sNeedforAnswers

h/tsearchmetrics

Text

Images

Video

Interactive

QuestionsProblems

PainPoints

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SocialResearchforLinks- BuzzSumo

• ExporttoCSV• Sortbydomain forgrossshares• Filterbyauthor• Pitcharticles!

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§ GoogleSearchConsole/BingWebmasterTools– Siteanalysis§ searchmetrics – comprehensiveSEOsuite§ GoogleKeywordPlanner/BingKeywordResearchTool– Researchtopics§ Ubersuggest /keywordtool.io – Autocompletekeywordresearch§ GoogleAnalytics– Measure&optimizeperformance§ SEMRush – Competitorkeywords &PPCads,links,SEOsuggestions§ ScreamingFrogSEOSpider– Sitecrawler,internallinks§ BuzzSumo – Socialsearchengineforcontentideation,authors,linkresearch§ MajesticSEO– Advancedlinkresearch&monitoring§ RavenTools /Moz – All inonSEOprogrammanagementforSMBs

SEOTools

Content Planning Audits Program

ImplementationAttraction & Promotion

PerformanceOptimization

TopRankMarketing.com

Customer SegmentsInform Personas

Map Topics/Keywordsto Buying Cycle

Influencer Research & Mapping

Optimized Content Plan (New): Site, Blog, Social Profiles & Networks

Off Site Content: Guest Posts, Byline Articles, Content Objects (eBooks, Infographics, Video, Reports, Guides)

Content Amplification

Social Profile Alignment: Messaging, Keywords

Social Media Influencer Outreach

Optimize Social Connections: Google+, Authorship, Twitter, Facebook, LinkedIn, YouTube, Flickr

Blog Optimization: Search, Social Shares

Social Network Engagement

Social Channel Promotions

SEO KPI Measurement: Ranking, Referred Organic Traffic Keywords, Links, Share of Search Results

Social KPI Measurement: Brand + Keyword Mentions, Social Referred Traffic, Engagement, Social Citations, Sentiment, Share of Conversation

Content KPI Measurement: Page views of Target Content, Actions from Target Content, Shares, Engagement, Links

Keyword Audit, Difficulty &Glossary

Content & Digital Assets Audit

Tech SEO Audit

External Link Audit

Social Media Audit

Competitive Audit

Internal and External Influencer Advocates

Keyword Mapping to Content

Content Creation, Influencer Co-Creation, Curation, Repurposing

Content Optimization

WMT Crawl, Page Speed, Structured Data, HTML/Code, URLs, Internal Links

External Link Signal: Acquisition, Reclamation, Disavowal

Digital Asset Optimization: Image, Video, Audio, MS Office Docs, PDFs

Identify program objectives

Research market, competition, current situation

Develop integrated strategy

Research audience goals

Define target audience segments

Research topics, keywords, messaging themes

Research &Strategy

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B2BContentSEOSkills

TheDigitalMarketingRuleBook.ChangeorPerish.kaushik.net/avinash/2015-digital-marketing-rule-book/

Avinash Kaushik@avinashDigitalMarketingEvangelistGoogle

“Youcannolongerbegoodatjustonething,ortwo.Itisa10-thingworldnow.”

AdaptingtoSEOCanSeemScary

WeCanDoThis!

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Takeaways

CustomerCentric:Fromcustomerjourneytooptimizingforexperiences,customersFTW.1

2

3

Integrate&Optimize:Bethebestansweracrosschannels,devicesandmedia.

In-Depth&Relevant:Godeepontopicsandoptimizebothcontentanduserexperience.

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ThankYou!

LeeOddenCEO,[email protected]

toprankmarketing.comtoprankblog.com

AllNEWDownload:http://tprk.us/superseo16

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